Cover Story - ASICS
ASICS Beat the Sun – The Ultimate Human Race Returns
ASICS has recruited 24 amateur runners to take part in the largest single running challenge in the world, ASICS Beat the Sun, which takes place on the longest day of the year, June 21st 2016.
‘ASICS Beat the Sun’ will once again return to Chamonix on 21st June 2016 - the longest day of the year - with 24 professional athletes being joined by 24 amateur athletes from across the world in the annual race around Mont Blanc.
The unique challenge features eight teams - each containing three experts and three amateur runners - attempting to beat the sun around Mont Blanc in the time between sunrise and sunset. This year the amateurs will be in illustrious company with former Olympians Ryan Hall, Deena Kastor and Erben Wennemars amongst the expert athletes taking part. Competing against each other and nature’s clock,
the teams have just 15 hours, 41 minutes and 35 seconds to cover the 150km course. Each runner will complete two relay sections of between 3km - 19km, across varied altitude and terrain - including trail, road and alpine - whilst crossing France, Italy, and Switzerland in the space of less than a day. In order to take part, runners were encouraged to
sign up to the ASICS #BeatTheSun online community, commit to a personal running goal for June 21st and declare whether they want to take part in ‘ASICS Beat the Sun’ event. From the entries, ASICS then selected 50 amateur semi-finalists who were tasked with campaigning for the public vote for them to make the final 24 who will take part in Chamonix. Since being selected the final 24 amateurs have
been receiving mentoring and training advice from expert athletes on their team. In addition to expert training and advice, the most crucial thing for the chosen amateurs, and any trail runners for that matter, is ensuring they wear the correct footwear and apparel when out on the mountain.
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www.sgboutdoor.co.uk
ASICS will be providing the amateur runners with a range of products that will provide the perfect level of grip, protection and comfort needed to tackle the extreme terrain around Mont Blanc. One such product is the GEL-FUJI PRO, a hybrid trail trainer based on the award winning GEL-DS TRAINER. Running on the unique terrain of the Alps, requires a shoe that will stand up to the elements and won't get bogged down by water and mud. The GEL-FUJI PRO features a new AHAR+ outsole material which delivers enhanced cushioning, durability and ride to the foot, whilst the SuperSolyte midsole material provides greater comfort. It also has a durable but lightweight upper, to cope with the demands of running fast off road, and a Propulsion Trusstic for maximum efficiency. For those athletes tackling particularly muddy conditions – something ASICS Beat the Sun competitors regularly have to deal with - the GEL- FUJIRUNNEGADE 2 thrives in the most extreme of conditions. For the very first time this lightweight trail shoe features the 2016 ISPO Gold ‘Best Performance Footwear Component’ ASICS PlasmaGuard. PlasmaGuard technology is designed to repel mud and water making it the perfect performance shoe for those fast, adventurous trail runs. Its unique fully gusseted upper, featuring closed mesh, is built to stay securely on the foot while preventing dirt and debris from getting in. The lugs and super rugged outsole are designed for maximum traction and to prevent mud from coming along for the ride. The ASICS Trail collection is specially made for the harsh environment and technical trails – whether
you’re tackling your local trail or more extreme routes such as those around Mont Blanc - protecting athletes from unpredictable weather and terrain whilst offering the comfort and freedom of movement needed to push your body to the limit. Whilst runners are taking on nature’s toughest challenge in Chamonix, ASICS wants to inspire the rest of #BeatTheSun community to complete their own personal running goals, before the sunsets on June 21st, making it a global day of running and the ultimate human race. Runners who are motivated by the challenge of
taking part in ‘ASICS Beat the Sun’ in Chamonix, or who want to commit to and train for their own personal goal on the June 21st 2016, can find out more information and register at:
https://races.asics.com/gb/en- gb/beatthesun/signup_1
ASICS Beat the Sun will
be broadcast live on ASICS’ digital and social channels, and video reports of the race will be distributed on various global networks, inspiring millions of people across the globe. EpicTV has been appointed partner for video production and digital media broadcast. Other technical partners will support the challenge with specialised product and expertise including Oakley, TomTom, Isostar, Leki, Petzl, Runkeeper and Haglöfs.
The new AW16 Footwear and Apparel collection
will be available for UK & Ireland customers through ASICS' B2B website. With real-time information on stock availability, improved user journey from purchase with regular email updates, access to sales and marketing materials, and the rest of ASICS available products, the new website makes purchasing ASICS an easy experience. The new AW16 Footwear and Apparel collection
will be available from start of June onwards through
b2b.asicsonline.com/auk/ #BeatTheSun @ASICSUK
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